Value integration effects on evaluations of retro brands

Kivilcim Dogerlioglu-Demir, Patriya Tansuhaj, Joseph Cote and Ezgi Akpinar

Journal of Business Research, 2017, vol. 77, issue C, 124-130

Abstract: In light of a growing interest in the use of retro brands, which blend modern and traditional values, this study examines the relationship between value integration (VI) of consumers (perceived degree of overlap between conflicting values) on brand related outcomes such as brand choice and brand evaluations. Three controlled experiments demonstrate that VI influences brand choice and this effect is moderated by contextual cues. Moreover, high VI consumers compared to low VI consumers evaluate retro brands more favorably. This process is explained by processing fluency. The findings of this study provide novel insights to marketers for creating successful retro brands.

Keywords: Retro brands; Classic brands; Modern brands; Consumer values; Processing fluency (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:77:y:2017:i:c:p:124-130

DOI: 10.1016/j.jbusres.2017.04.010

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